how to implement content marketing strategy in a large b2b enterprise
TRANSCRIPT
Implementing Content Marketing strategy in a
large B2B enterprise The Case of Schneider Electric content marketing approach
Confidential Property of Schneider Electric
Presented by:
Giuseppe Caltabiano, VP Marketing Integration – Content, Social Media, PR Strategy, Schneider Electric
@giusec, www.giusec.org
Meet Giuseppe Caltabiano
@giusec
giusec.org
Confidential Property of Schneider Electric |
Vice President, Marketing Integration - Content, Social Media, PR strategy
IT Division, Schneider Electric
• 3 Takeaways
• The challenge for large B2B enterprises
• The first steps, the process, the editorial board
• Integrating Content, Social Media, PR
• “Big Rocks” and “Turkey Slices”
• The role of pilots
• Internal Comms and the challenge with
distribution
• Mar-tech
• Next steps
Outline
Page 3 Confidential Property of Schneider Electric |
Today’s Topics and takeaways Content Marketing strategy in a large B2B enterprise
• Insight on a transformation from a
traditional marketing to a modern
content marketing strategy in a large
B2B firm
• Case history on a seamless
integration of content, social media
and PR with a complex martech
infrastructure behind
• The challenge of going with pilots.
Highlights, lowlights and lesson
learned.
Page 4 Confidential Property of Schneider Electric |
Schneider Electric: a global specialist in Energy Management
and Efficiency technology
Balanced geographies – FY 2015 revenues
€26.6 billion FY 2015 revenues
43% of FY revenues as
Solutions
5% of FY revenues
devoted to R&D
43% of FY revenues in
new economies
Four integrated and synergetic businesses – FY 2015 revenues
27% North
America
18% Rest of
the World
26% Western
Europe
29% Asia-
Pacific
45% 21% 20% 14%
Industry Buildings & Partner Infrastructure IT
Page 5 Schneider Electric – Investor Relations Extract from Full Year 2015 Results presentation
Page 6 Schneider Electric – Investor Relations
B2B = still Boring to Boring? Content Marketing strategy in a large B2B enterprise
• Historically B2B required a more rational approach
• New technologies and new channels (social media) are
changing the way B2B companies approach clients
• Content Marketing has been adopted by B2B companies at
faster speed than B2C
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B2B vs B2C - Content Marketing tactics Content Marketing strategy in a large B2B enterprise
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The case for change (in a large enterprise) Content Marketing strategy in a large B2B enterprise
• Increase Marketing Opportunities
• Simplify the content creation and management
process
• Integrate Content, PR, Social Media
• The most innovative companies have merged social, content and PR
• Redefine content production ecosystem
• Improve geographical distribution and amplification
• Focus global on content creation and local on activity/content
amplification
• Measure our success
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Project Timeline for Schneider Electric Content Marketing (IT Division)
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2017
Today
Aug Oct Dec 2016 Apr Jun Aug Oct Dec
Project starts, Assessment
Aug 31
New documented Content Mktg
Process/Strategy in place
Oct 15
New unified Ed Board starts its
journey
Nov 16
Content Marketing Pilots start
Jan 1
Big Rock launch
Sep 1
New Content Hub live?
Oct 1
CMP?
Nov 1
Aug 1 Dec 31 Content Marketing Journey
Aug 1 Phase 1: Process & Change Mgmnt Dec 31
Jan 1 Sep 1 Phase 2: Pilots
Sep 1 Dec 31 Phase 3: Big Rocks launch
Persona types Content Marketing strategy in a large B2B enterprise
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IT Professional
C-level Colo
DC Professional
Plant / Facility Mgr
IT Reseller
(Multi) Content Hub Strategy Content Marketing strategy in a large B2B enterprise
Listen Explore Inquire and
consult Purchase Get delivered
Operate & Maintain
Get connected and optimize
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Awareness Consideration Purchase/Accelerate
Business Retain Customers
Customer
Journey
Cycle
Be seen as thought leader in
the industry
Demonstrate benefits of our
value prop Objectives Proof our technical
capabilities and solutions
Transform customers in
ambassadors
Content purpose Attract Educate Build Trust Engage
Content Mktg Hub for professionals in
early phase of buyer journey
SE Blog New Hub
SE.com
Confidential Property of Schneider Electric |
Martech and Our Content Strategy Content Marketing strategy in a large B2B enterprise
ONE
Content
Editorial
Board
Publish ONE Content Calendar
Content creation
PARTNER ECOSYSTEM INTERNAL RESOURCES
DC SCIENCE CENTER Owned Media
Paid Media
Earned Media
Input, Strategy & Planning Creation Amplification
Geographical distribution
Distribution Measurement Conversion/Nurturing
Content Marketing Platform
Blog at the core of our Content Marketing strategy Content Marketing strategy in a large B2B enterprise
• WordPress
• Our most successful content hub since 2011
• 4,019,659 all time blog views
• Average blog generates +4,000 views and
+150 shares per post (LI, Twitter, FB)
• IT Division Data Center blog count as +50%
of overall traffic and content
• 22 active int and ext bloggers
• 0.24% to 0.6% response conv rate
Page 14 Confidential Property of Schneider Electric |
“Big Rocks” & “Turkey Slices”: 2 Content Marketing analogies Content Marketing strategy in a large B2B enterprise
“Big Rock” is Highly valuable content. Big Rock is a
substantial piece of content based on the idea of
becoming the definitive guide to a conversation
that you want to own
“Thanksgiving analogy”: the idea is to look for
opportunities to repurpose content that you
already have (as you’re repurposing thanksgiving
food for some time…)
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“Even the best content won’t promote itself”
Jason Miller, LinkedIn
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POEM: Paid drives to Owned which drives to Earned Media Content Marketing strategy in a large B2B enterprise
Our Content Framework Content Marketing strategy in a large B2B enterprise
Blog Traffic
TWITTER SHARES FACEBOOK SHARES LINKEDIN SHARES
(Even More)
Blog Traffic
Ppt on Slide Share Customer
Testimonial Webinar
“Meet the Expert”
video
GATED CONTENT
(WPs, E-BOOKS, ETC.)
MARKETING OPPS $
eNEWSLETTER +
PAID MEDIA
Earned
Media
SE
O /
KE
YW
OR
D S
TR
AT
EG
Y
Paid Media
Owned
Media
Owned
Media
“Big Rock”
content
• Content marketing success takes time. It’s not a
campaign with a start and stop date
• Budget, processes and approvals might bring your
content marketing initiative to failure
• Set up the pilot as a test, and then, if it’s
successful, roll ahead with the series
• If your sales cycle is typically nine months,
deploying a content marketing pilot across one
quarter will not demonstrate the results the program
can achieve
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The Role of Pilots in Large Enterprises Content Marketing strategy in a large B2B enterprise
“IT Division Content Strategist” Internal Newsletter Content Marketing strategy in a large B2B enterprise
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• Result of cooperation with Internal
Comms
• Every 2-3 weeks
• Target SMMs and ITB Field Mktg
• Link to calendar
• Includes links to content: blog
posts, visuals, PR, launch content,
etc.
Editorial
Documented
Strategy and Tools
Highlighted
Content list
Conclusions and Next Steps Content Marketing strategy in a large B2B enterprise
• 2015 was a year of listening and change management;
2016 is a baseline and execution year
• We do have business case for change
• Our content strategy is clear and documented
• Pilots are a must in large enterprises
• Content doesn’t promote itself – distribution and
amplification are critical to the success
• A new set of tool will improve distribution and enable
countries with local content planning
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Questions? Thank you!
Content Marketing strategy in a large B2B enterprise
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